Most companies allocate resources to building and promoting their brand. They support sales and marketing efforts. They invest in superior customer service to support customers. They have also established recruiting and hiring strategies to attract top talent. Yet many overlook a strong internal resource: employee ambassadors.
You might think that getting employees to admire your brand is something that will happen naturally. But you can build support faster with a thoughtful approach.
Actively encouraging employees to become brand ambassadors can have a huge impact on your bottom line. According to research, 65% of companies that have implemented official corporate ambassador strategies have seen increased brand recognition.
This recognition increases your reach with customers, but also with potential employees. So what exactly is needed inspire your employees to become brand ambassadors?
Let’s begin by examining why individual representation is so effective.
The power of word of mouth
Simply put, people trust other people. They are far more likely to be influenced by someone in their network than an ad or interaction with a salesperson.
Why?
It’s a combination of trust, relevance and emotional connection.
Confidence. People in our network are usually friends, family or acquaintances. These are people with whom we share values, interests or experiences. Our shared characteristics make us consider them more credible sources of information.
Also, when someone we know recommends something, it creates a form of social proof. This is a sign that reduces the perceived risk of trying it ourselves.
Relevance. This is based on the idea of trust. People in your network probably understand your preferences and needs. Therefore, their recommendations are more targeted and applicable to your specific situation.
Emotional connection. Recommendations from friends or family often carry more emotional weight. Their personal experiences evoke empathy, making the influencer’s message more compelling.
Also, if someone recommends something to us, we’re more likely to try to return the favor, even if we wouldn’t have considered it before.
Building brand loyalty through employees
The above factors mean that employees as brand ambassadors help you reach a wider audience. And have more influence on that audience.
Sounds great, doesn’t it?
Absolutely. But if you want to engage your team in promoting your brand, you need to know how to do it effectively. True loyalty must be authentic. Otherwise, your potential customers will see the employee’s efforts as just another “sales gimmick”.
When employees understand and align with company values, they naturally become ambassadors. Their genuine promotion will help people see their opinions as honest and unbiased.
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How employees can promote your company
In some industries, internal brand promotion is simple. For example, employees of a clothing company can advertise the products by wearing them and talking about their quality.
But what about the less obvious connections? What if someone works for a construction company or a B2B Software as a Service (SaaS) company?
Employee advocacy is not about turning employees into salespeople. They can use their enthusiasm and insider knowledge to promote your brand in many organic ways. For example, via:
- Sharing company news and updates on new products, projects and achievements on social media
- Posting testimonials, reviews and behind-the-scenes stories on business review/job search sites
- Participating in online discussions related to the industry or company, representing the brand voice and sharing valuable insights
- Using branded hashtags in your posts
- They talk about their positive experiences at work with friends, family and acquaintances
- Representing the company at industry events, conferences or community gatherings
- Providing feedback and suggestions to help the company improve its policies, practices and culture
If your team openly discusses your company’s good practices and values, help build your brand. Even if it is difficult to immediately see the direct impact on the numbers.
How to empower employees as brand advocates
To create a successful employee brand ambassador program, you need an approach that builds genuine relationships with your employees. And find ways to help them understand how to promote the brand to their network without feeling forced.
Here are six strategies for turning employees into brand ambassadors:
- Participate in purposeful initiatives
The vast majority of employees want to work for a company that shares their values. Give your employees a reason to believe that their work contributes to something greater. Volunteer initiatives, environmental efforts or community outreach programs connect them to a larger mission. They add meaning and encourage true advocacy. - Encourage collaboration
One thing at the top of the list what employees want today: more time for team bonding. Break down silos and foster a culture of teamwork. Let employees see how their efforts are woven into the tapestry of the company’s success. Encourage knowledge sharing, joint projects and cross-functional learning. This creates a sense of belonging and shared ownership, investing employees in the brand story. - Offer ownership
Don’t just tell people the plan. Let them help build it. Involve employees in setting goals, designing future projects and implementing new initiatives. Find out what staff stimulation most important to them and incorporate them into the company’s culture. This sense of contribution gives them the strength to be proud of the company’s direction. And he will help them become vocal advocates of his vision. - Be free with recognition
Marking milestones isn’t just about trophies and pats on the back. It is about recognizing individual and team achievements. Show your team that their contributions matter regular employee recognition. Consider personalized praise, peer recognition programs, or rewards that are related to their interests. This boosts morale and encourages them to share their experience with their network. - Listen to feedback (and act on it).
Open communication is key to building strong employee ambassadors. Create feedback mechanisms that invite employees to share their thoughts on your brand, culture and processes. Then follow up by showing people that their opinion carries weight. Respond to and incorporate feedback to help employees see that they are not cogs in the machine. They are active participants in shaping the future of the company. This builds confidence and empowers them to be advocates for positive change. - Lead by example
Actions speak louder than words. Make sure your leadership team embodies the brand values in their daily interactions. Teach them to be transparent, approachable and passionate about the company’s mission. When leadership takes the lead, it becomes less of a slogan and more of a lifestyle. And it influences employees to follow suit.
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Examples of successful employee brand ambassador programs
By focusing on employee happiness, purpose and empowerment, brands can turn their workforce into their most passionate and effective brand ambassadors. Let’s take a look at corporate ambassador initiatives at work in real companies.
Zappos
The shoe retailer has built a cult following by focusing on employee satisfaction. Their Zappos.com culture blog features passionate stories from employees, showcasing their different roles and genuine enthusiasm for the company’s culture.
Patagonia
This outdoor clothing brand is known for its commitment to protecting the planet. It offers opportunities to involve many employees who share this value.
For example, the company’s environmental internship program. It allows employees to spend up to two months of paid time off working for an environmental organization of their choice. Employees can make a difference. And they return to the company inspired and even more committed to the brand’s mission.
Southwest Airlines
Known for its fun culture and exceptional customer service, Southwest empowers employees to influence decisions about policies and procedures. It also encourages them to bring their own personality to their work.
This authenticity comes through when team members make routine safety announcements fun and engaging for passengers. These interactions make employees more approachable and enthusiastic brand ambassadors.
Employees are the living embodiment of your corporate brand
When you implement these strategies, you create a company culture where employees don’t just work for a paycheck. They work with a purpose. You foster a sense of ownership, belonging and pride. And that naturally translates into true brand advocacy.
Your employees will not only promote your brand. It will be live it, breathe it and share it with your world. And their support can be one of the most powerful marketing tools you have.